LAS VEGAS—These days, just about every hardwood flooring supplier boasts some type of environmental story, and it’s hard to find a manufacturer that does not claim to be driven by innovation. Upstart Gentry Floors is seeking to carve its market position by combining the two.
The company, which recently brought on industry veteran Dennis Mohn as president, is in the process of securing distribution for its Eco Hybrid product, which has been met with significant interest, largely due to its patented two-ply construction and use of reclaimed materials. The result is a product Mohn calls a “bridge between solid and engineered,” hence the hybrid moniker.
The story begins with a base layer constructed from lumber and scraps purchased from saw mills and furniture manufacturers. Gentry finger joints the ends, makes them into 12- or 14-foot lengths, then side glues them together to form the base layer. Then it buys Appalachian blocks of U.S. species from sustainable forests, slices them into 4mm or 6mm face veneers and fusion bonds that layer to the base layer to make a 3⁄4-inch thick, two-ply product.
Mohn noted that possibly the best thing about Eco Hybrid is that when he looks at all the benefits and detriments of solid and engineered hard- wood flooring, this product addresses all the negatives and includes all the positives. “For example, a solid product can’t be glued on concrete. We can glue our product because our patented FusionPlank process results in a dimensionally stable installation. People love solids, but there are cupping issues when you get over 5-inch-wide planks. But because you can glue Eco Hybrid to concrete, you can go to 6 and 7 inches wide with stability. And it can be re-sanded and re-finished as many times as traditional solid hardwood floors.”
He added that while Eco Hybrid may perform as well as an engineered floor, he views it as more closely related to a solid. “It has the story and visual of a solid. It’s all hardwood; there’s no softwood layer.”
Aside from the performance story, Mohn says Eco Hybrid gives the retailer a demonstrable green story. “We incorporate the backing in how we display the product. When you present Eco Hybrid, you can tell the story and show the difference.”
The initial product line consists of six species—red oak, white oak, walnut, hickory, maple and cherry—in four widths ranging from 31⁄2- to 7- inches and visuals such as smooth, hand-scraped and wire brushed. Product is available in either a ceramic oxide or natural oil finish. Retail price points begin around $6.49 a square foot and top out at $12.99. For more, call 707.399.9700.